From Rocky Mountain Spring Waters to SoCal’s Favorite Retailer: Erewhon Welcomes ASC Labeled Riverence Trout

Erewhon, Southern California’s Certified Organic retailer for clean, consciously sourced food, has expanded its seafood offerings with ASC labeled rainbow trout fillets from Riverence Provisions – an industry leader in land-based, responsibly farmed trout. The addition reflects Erewhon’s ongoing commitment to offering traceable, sustainably raised seafood that meets the highest environmental and social standards.

Launched April 2 at all 11 (soon to be 12) Erewhon locations, the new American-raised skin-on trout fillets give shoppers access to premium, chef-quality seafood without antibiotics, hormones or GMOs, and certified as responsibly farmed by the Aquaculture Stewardship Council (ASC).

Riverence Provisions is a family of land-based trout farms set amid Idaho’s Magic Valley, where crystal clear Rocky Mountain spring water flows freely. Riverence is committed to caring for nature’s resources, doing more with less and providing a safe, quality food source that will serve humanity for generations. ASC is a global nonprofit impact organization leading the world’s strictest certification and labeling program for responsibly farmed seafood. ASC’s sea green label can only be used on seafood that comes from certified farms practicing environmental sustainability and social responsibility, and who raise their fish with care.

Long-time ASC partner and Chain of Custody certified distributor Lusamerica Foods, Inc.  packages Riverence’s rainbow trout and supplies it to Erewhon markets, ensuring traceability throughout the supply chain – from farm to shelf. The ethically sourced product is merchandised in seafood cases as “Erewhon | Responsibly Raised Skin-on Fillets | Rainbow Trout” and priced by the pound.

“Riverence exists to provide a better source of seafood – responsibly raised and remarkably delicious,” said Todd English, Riverence Provisions Director of Sustainability. “Partnering with Erewhon and ASC brings that story to life for value-driven shoppers who care deeply about their food choices.”

“The synergy with Erewhon, Lusamerica and Riverence reflects what ASC is all about: making certified, responsibly farmed seafood more visible and accessible to U.S. shoppers,” said Aaron Flamini, ASC’s Senior Market Development Manager. “Together, we’re offering Erewhon customers more of the options they crave. The ASC label assures the rainbow trout is traceable, raised with care and responsibly sourced, which allows Erewhon’s customers to shop with confidence – for people and planet.”

This new product launch represents an increasing number of ASC labeled products coming to market, supported by ASC’s multiyear North American Marketing campaign to build awareness of responsibly farmed, certified seafood and the value behind ASC’s sea green label. The national campaign’s “Sea Green. Be Green.” tagline helps shoppers connect delicious seafood with greater environmental and social benefits right at point of sale.